The new gTLD .Luxury goes live today into general availability.

It is the 2nd most expensive new gTLD with a retail  price of around $800 depending on the registrar which is second only to .Rich which has a registration price of $2,500 or more and has only 38 registrations to date.

A list of all registrars carrying .Luxury is here.

The registry already secured over 600 Sunrise trademarks which I believe is the highest number of Sunrise registrations of any new gTLD to date.

Beyond the high price, .Luxury in my opinion is another one of those words that typical goes on the left side of phrase in normal language and commerce than the right side.

So its Luxury Cars, Luxury Hotels, Luxury Travel, Luxury Watches, not Cars Luxury or Hotels Luxury.

It will be interesting how many people step up and register one now that GA is upon us

Here is part of the press release out today:

 

“Following its successful priority registration phases where over 600 luxury brands including Hermes, Chanel, Versace, Gucci, Cartier, Valentino, Van Cleef and Armani secured their .Luxury domain name, the GA launch marks the first time where interested registrants may secure highly sought after domain names through general registration.”

“Luxury product manufacturers, service providers, retailers and consumers are encouraged to contact their retailer of domain names to register a .LUXURY web address.”

“.LUXURY will quickly become the destination for luxury online. With the beginning of general availability, businesses and consumers will be able to obtain a more attractive and relevant web extension to further define themselves within the luxury space,” said Monica Kirchner, CEO of .LUXURY.

“.LUXURY provides a new way to market and communicate around diverse initiatives such as new product launches, VIP customer experiences, exclusive service offerings and non-traditional marketing opportunities. Further, given significant challenges with authenticity online, the robust policies adopted by .LUXURY protect the interests of brands, including express prohibitions of activities such as counterfeiting and cybersquatting.”

“There is no better way to demonstrate your affiliation with the luxury marketplace online than by registering a .luxury domain name. Now is the perfect time to grab your prime piece of online luxury real estate and reap the benefits of securing these most highly sought-after premium domain names,” Ms Kirchner said.

“Imagine the business potential of owning entire categories such as frenchriviera.luxury, scarves.luxury or carrental.luxury. Not only would these websites be intuitively recognized as the most authoritative source of information on these sectors, they would also benefit from potentially higher search results and website traffic.”